NFL cheerleaders: Gratuitous sexism or all-American fun?

By Tom McGowan, CNN

Updated 1834 GMT (0134 HKT) October 25, 2013

Cheerleaders: Entertainment or titillation?14 photos

Cheerleaders: Entertainment or titillation? – The Minnesota Vikings cheerleading squad, MVC for short, take to the field at London's Wembley Stadium. The Vikings played the Pittsburgh Steelers as part of the NFL's continuing International Series.

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Cheerleaders: Entertainment or titillation?14 photos

Cheerleaders: Entertainment or titillation? – While the NFL muscle men go to war on the pitch, women wearing skimpy outfits and shaking brightly colored pom-poms strut their stuff with intricately choreographed dance routines.

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Cheerleaders: Entertainment or titillation?14 photos

Cheerleaders: Entertainment or titillation? – Some question whether bumping, grinding, and shaking your backside should have a place in professional sport.

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Cheerleaders: Entertainment or titillation?14 photos

Cheerleaders: Entertainment or titillation? – Kaylee Munson is a 25-year-old cheerleader in her fifth year as a member of the MVC. And when she's not working on her cheers, she's a school nurse.

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Cheerleaders: Entertainment or titillation?14 photos

Cheerleaders: Entertainment or titillation? – Putting together a series of complicated dance moves is no mean feat given the footwear some cheerleaders wear.

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Cheerleaders: Entertainment or titillation?14 photos

Cheerleaders: Entertainment or titillation? – Flexibility, grace, strength, timing and the ability to keep smiling: If you want to be a cheerleader you need to be good at multitasking.

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Cheerleaders: Entertainment or titillation?14 photos

Cheerleaders: Entertainment or titillation? – Is it a bird or is a plane? No it is the Baltimore Ravens cheerleaders performing during the second half of the game against the Houston Texans.

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Cheerleaders: Entertainment or titillation?14 photos

Cheerleaders: Entertainment or titillation? – As every cheerleader knows, it is important to accessorize. Where would any self-respecting cheerleader be without her pompoms?

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Cheerleaders: Entertainment or titillation?14 photos

Cheerleaders: Entertainment or titillation? – Twenty-six of the 32 NFL teams, including the Arizona Cardinals, pictured here, have a cheerleading squad.

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Cheerleaders: Entertainment or titillation?14 photos

Cheerleaders: Entertainment or titillation? – Here Chiefs cheerleader Susie rides Warpaint in between quarters as the Kansas City Chiefs take on the Dallas Cowboys at the Arrowhead Stadium.

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Cheerleaders: Entertainment or titillation?14 photos

Cheerleaders: Entertainment or titillation? – If you have a bob haircut does that rule you out of being a cheerleader?

Cheerleaders: Entertainment or titillation? – Over in Italy, Napoli's cheerleaders have had plenty to cheer about this season. Rafa Benitez's team have made a strong start in Serie A and are doing well in the Champions League.

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Cheerleaders: Entertainment or titillation?14 photos

Cheerleaders: Entertainment or titillation? – The Dallas Cowboy cheerleaders have come a long way since the 1970s.

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Story highlights

Cheerleaders have been involved in the NFL since 1954

They were first introduced as part of the Baltimore Colts marching band

The Minnesota Vikings are one of 26 NFL teams with cheerleading squads

Kaylee and Missy have both been Vikings cheerleaders for the last five years

Bright eyes, sparkling white teeth, big hair and barely covered breasts, these are the women whose gyrating hips bring a hint of glamor to National Football League fields from New England to California.

The antithesis of the man-mountains they cheer on from the side lines, cheerleaders are the apple pie served up alongside the rib-eye steak of the NFL.

"It's entertainment, it's Hollywood, its spectacle," Joanne Gerstner, a past president of the Association for Women in Sports Media, told CNN.

The stop-start nature of American Football -- there are many breaks in play with games lasting up to three hours -- provides the opportunity for these pompom-wielding women to help keep fans' eyes fixed on the field.

"I think it's everyone's dream, if you're a dancer, to pursue that passion at a professional level," Missy Mooty, a 26-year-old member of the Minnesota Vikings cheerleading squad, or MVC, told CNN ahead of a game against the Pittsburgh Steelers at Wembley in October.

"This is the time of my life that it worked out, it happened to be a dream that came true so it was a great next step in my dance career."

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Mooty and fellow MVC member Kaylee Munson are paid by the Vikings, but not enough to make a living, meaning cheerleading is combined with a career, full-time studies or balanced with family responsibilities.

"We like to say it's a part-time job, full-time commitment," said Munson, who works as a nurse in schools, teaching kids about healthy living.

Cheerleading first came to the NFL in 1954, when they were premiered by the Baltimore Colts as part of the team's marching band.

The spectacle snowballed and now most self-respecting NFL franchises wouldn't be seen dead without cheerleaders -- 26 of the 32 current NFL franchises have squads.

Munson and Mooty have been dancing all their lives, taking the well-trodden path into the NFL through high-school and college dancing or by competing with a studio.

"I had always danced growing up, so I thought maybe I would try out for the Vikings to expand on my dance career," said Munson. "So I gave it a shot, I tried out and made it my first year which was very exciting."

The skimpy attire a cheerleader is required to wear is water off a duck's back for two women with dancing backgrounds who work hard to sculpt and tone their bodies.

"In the culture of the dance world, that's just kind of the uniform," said Mooty. "We need to be able to move and our bodies, our lines, need to be defined ... (the uniform) can be very sporty and be very flattering."

"Of course, my grandma just loves our costume," adds Munson. "She thinks it's the cutest darn thing ever and loves the sparkles on it. Everyone has a different point of view."

Many cheerleaders also pride themselves on the work they do with their local communities, while some, like the New Orleans Saints demand the women have public speaking skills as well as dance technique.

NFL stadiums going high-tech 8 photos

NFL stadiums going high-tech8 photos

NFL stadiums embracing tech – Levi's Stadium, future home of the San Francisco 49ers, will open next year in Santa Clara, California, and is expected to offer speedy Wi-Fi and Web-based TV throughout. The stadium will host Super Bowl L in 2016.

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NFL stadiums going high-tech8 photos

NFL stadiums embracing tech – In May 2012, NFL Commissioner Roger Goodell announced a plan to equip all 31 league venues with Wi-Fi, which could help ease network congestion for phone-toting fans. But less than half will be Wi-Fi enabled at the start of the 2013 season.

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NFL stadiums going high-tech8 photos

NFL stadiums embracing tech – In 2012, the New England Patriots unveiled a stadium-wide Wi-Fi sytem built by Enterasys Networks at Gillette Stadium in Foxboro, Massachusetts.

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NFL stadiums going high-tech8 photos

NFL stadiums embracing tech – Verizon installed a new antenna system and AT&T updated its tower this year to improve wireless services at FirstEnergy Stadium, home of the Cleveland Browns.

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NFL stadiums going high-tech8 photos

NFL stadiums embracing tech – This season the Jacksonville Jaguars will unveil a fantasy football lounge at EverBank Field.The lounge will feature high-density Wi-Fi, more than 20 TV screens and Xbox gaming consoles among other amenities.

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NFL stadiums going high-tech8 photos

NFL stadiums embracing tech – AT&T Stadium, home of the Dallas Cowboys, is Wi-Fi enabled and is home to high-definition LED video displays so large they have twice been struck by balls in play.

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NFL stadiums going high-tech8 photos

NFL stadiums embracing tech – MetLife Stadium in East Rutherford, New Jersey is Wi-Fi enabled and will host Super Bowl XLVIII in February.

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NFL stadiums going high-tech8 photos

NFL stadiums embracing tech – Reliant Stadium in Houston, Texas, will host Super Bowl LI in 2017. It does not currently offer Wi-Fi but has been negotiating with Verizon to bring Wi-Fi throughout the stadium.

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EXPAND GALLERY

Photos: Tim Tebow -- from NFL to college days 16 photos

Photos: Tim Tebow -- from NFL to college days16 photos

Photos: Tim Tebow -- from NFL to college days – Backup quarterback Tim Tebow prays with his teammates and members of the New York Giants after their NFL preseason game in Foxborough, Massachusetts, on August 29. According to NFL.com, Tebow was released by the New England Patriots on Saturday, August 31. Critics have said the former Heisman Trophy winner doesn't throw well enough to be an NFL quarterback.

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Photos: Tim Tebow -- from NFL to college days16 photos

Tim Tebow: From NFL to college days – Tim Tebow practices with the New England Patriots during a minicamp at Gillette Stadium in Foxborough, Massachusetts, on Tuesday, June 11, the same day the Patriots announced they had signed the polarizing quarterback.

Tim Tebow: From NFL to college days – Tebow warms up before the Jets' game against the Tennessee Titans in December in Nashville.

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Photos: Tim Tebow -- from NFL to college days16 photos

Tim Tebow: From NFL to college days – Actress Jessica Biel and Tebow present an award during the 2012 ESPY Awards in Los Angeles.

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Photos: Tim Tebow -- from NFL to college days16 photos

Tim Tebow: From NFL to college days – Tebow, then playing for the Denver Broncos, runs the ball against Mark Anderson, left, and Brandon Deaderick of the New England Patriots during an AFC divisional playoff game in January 2012 in Foxborough, Massachusetts.

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Photos: Tim Tebow -- from NFL to college days16 photos

Tim Tebow: From NFL to college days – Bronco quarterback Tebow celebrates after running the ball in the end zone for a touchdown in the second quarter against the Pittsburgh Steelers during the AFC wild card playoff game in January 2012 in Denver. The Broncos defeated the Steelers in overtime 23-29.

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Photos: Tim Tebow -- from NFL to college days16 photos

Tim Tebow: From NFL to college days – Tebow scrambles to pass the ball to Demaryius Thomas to score an 80-yard touchdown in overtime to defeat the Steelers in January 2012.

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Photos: Tim Tebow -- from NFL to college days16 photos

Tim Tebow: From NFL to college days – Tebow prays during the final minute of a game against the New York Jets in November 2011 in Denver. The pose, now famous, has come to be known as "Tebowing."

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Photos: Tim Tebow -- from NFL to college days16 photos

Tim Tebow: From NFL to college days – Tebow celebrates his first NFL touchdown run in the first half against the Jets in October 2010 in Denver.

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Photos: Tim Tebow -- from NFL to college days16 photos

Tim Tebow: From NFL to college days – Tebow hugs Florida Gators head coach Urban Meyer after scoring a touchdown against the Cincinnati Bearcats during the Sugar Bowl in New Orleans on January 1, 2010. In what was Tebow's last college game, he threw for a career high 482 yards and ran for another 51 yards, accounting for four touchdowns. Florida defeated Cincinnati 51-24.

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Photos: Tim Tebow -- from NFL to college days16 photos

Tim Tebow: From NFL to college days – President Barack Obama shakes hands with Tebow during a ceremony at the White House honoring the Gators for their National Championship title on April 23, 2009.

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Photos: Tim Tebow -- from NFL to college days16 photos

Tim Tebow: From NFL to college days – Tebow celebrates with teammate Carl Johnson, No. 57, after throwing for a touchdown in the 2009 BCS National Championship game against the Oklahoma Sooners. The Gators won 24-14.

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Photos: Tim Tebow -- from NFL to college days16 photos

Tim Tebow: From NFL to college days – During the 2007 BCS National Championship, Tebow scores a touchdown on a 1-yard run over Donald Washington of the Ohio State Buckeyes. Florida defeated Ohio State 41-14.

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Photos: Tim Tebow -- from NFL to college days16 photos

Tim Tebow: From NFL to college days – Tebow speaks after he was presented with the Heisman trophy in New York on December 8, 2007. He was the first sophomore to win the Heisman.

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Photos: Tim Tebow -- from NFL to college days16 photos

Tim Tebow: From NFL to college days – Fans greet Tebow after the Gators defeated the Southern Miss Golden Eagles at Ben Hill Griffin Stadium in Gainesville, Florida, on September 2, 2006. He rushed for a touchdown in the first play of his college career.

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EXPAND GALLERY

Tiger tops highest-paid athlete list 10 photos

Tiger tops highest-paid athlete list10 photos

1. Tiger Woods - $78.1M – Golf's world No. 1 Tiger Woods has reclaimed his position as the world's highest-earning athlete, according to Forbes. The 14-time major winner picked up $13.1 million in salary/winnings in the 12 months to June 1, as well as $65 million from endorsements with companies such as Nike. Woods is thought to be close to resigning with the American sportswear giant.

3. Kobe Bryant - $61.9M – Kobe Bryant of the Los Angeles Lakers is the highest-paid player in the NBA. His salary of $27.85 million is $7 million higher than any other player, and his jersey was the biggest seller overseas during the 2011-12 season.

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Tiger tops highest-paid athlete list10 photos

4. LeBron James - $59.8M – Miami Heat's LeBron James is the toast of the NBA when it comes to endorsements, boasting deals with companies such as Nike, McDonald's, Coca Cola and Samsung earning him $42 million of his $59.8 million total.

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Tiger tops highest-paid athlete list10 photos

5. Drew Brees - $51M – Quarterback Drew Brees cashed in last July by signing a new five-year contract with the NFL's New Orleans Saints worth $100 million. Brees' new deal also came with a $37 million signing bonus.

7. Phil Mickelson - $48.7M – Four-time major winner Phil Mickelson collected $44 million in endorsements over the last year, including deals with Callaway, Barclays and KPMG.

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Tiger tops highest-paid athlete list10 photos

8. David Beckham - $47.2M – David Beckham recently called time on his playing career, but he is still the highest-earning footballer on the planet. The $5.2 million salary he received during his spell with Paris Saint-Germain, his final club, was donated to charity. The former England captain recently launched a clothing line with H & M.

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Tiger tops highest-paid athlete list10 photos

9. Cristiano Ronaldo - $44M – Real Madrid's Cristiano Ronaldo earns half of his money from endorsements. This is thought to have prompted talks of a new contract with the Spanish club, with both parties unable to agree over Ronaldo's image rights. The Portuguese star currently splits his image rights 60-40, according to Forbes.

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Tiger tops highest-paid athlete list10 photos

10. Lionel Messi - $41.3M – Barcelona star Lionel Messi is used to finishing top of the pile. But the four-time FIFA Ballon d'Or winner is the third-highest-earning footballer, with Adidas launching a signature line for the Argentine earlier this year.

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EXPAND GALLERY

But a harsher view of the cheerleading industry is that women dancing on the fringes of competitive sport is an echo from an age of sexism and misogyny.

"When the whole essence of your job is basically hanging out in a tiny bikini and a bandeau top, it kind of undercuts the rest of your argument that you are a well-rounded person," said Gerstner, who is also professor of media & sports at the University of Michigan.

"I think that's a big challenge of ours to overcome," she said. "We take a lot of pride in our uniforms and we like to use them to represent the team. It's part of our team spirit and part of the experience.

"I feel that if we offer a classy and poised portrayal, then hopefully that is the way that it is received. Like anything, it's in the eye of the beholder."

While the integrity of individuals like Mooty and Munson is unquestionable, Gerstner still feels cheerleading encourages people to judge women purely on their appearance.

"They might be intelligent, grounded amazing women but we're solely left to judge them by the outside packaging, which is getting skimpier and skimpier as cheerleading evolves in the United States.

"If cheerleaders are necessary, why are there no cheerleaders for any women's sports?"